Today our good friends at Coach announced the launch of Dream It Real—a new initiative to support members of the next generation as they envision and create the future they know is possible.
Inspired by the unique spirit of possibility, optimism and inclusivity embodied by New York, the city where Coach was founded, the initiative is grounded in the brand’s belief in the modern "American Dream"—and the role the next generation will play in redefining it. Its work will support young people everywhere as they discover their dreams and take steps to turn them into reality. Dream It Real is part of Coach’s ongoing philanthropic work which, through the Coach Foundation, has provided more than $45 million to nonprofit partners globally over the last 10 years. Now that’s deserves a wow!
As part of Coach’s ongoing philanthropic work, the brand also announced its partnership with The Future Project—an American non-profit org that makes it possible for young people to discover their power and learn to build a better future by placing “Dream Directors” (transformational coaches, leaders and organizers trained in The Future Project’s unique, research-based methodology) in high schools across the U.S. As part of the program, students work with Dream Directors to create passion-based Future Projects that bring their dreams for self, school or society to life.
The partnership is joined by global faces of Coach—Selena Gomez and Michael B. Jordan—who will visit The Future Project’s partner schools this year and work with students as honourary Dream Directors. Both embody Dream It Real’s values of possibility, optimism and inclusivity, and understand firsthand the importance of believing in dreams. In recognition and celebration of Gomez and Jordan’s commitment, the Coach Foundation has donated $1.4 million to help further The Future Project’s mission. The donation will support the work of Dream Directors in schools across the nation.
Finally, to launch Dream It Real, Coach released a film today directed by artist Tyler Mitchell. Shot in Mitchell’s rich, intimate style, the film captures students from The Future Project schools in and around New York City as they reveal their thoughts on dreams, the future and possibility. Read more here! —Vita Daily
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